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Brand Biometrics™ is a system developed for distilling all the specific and unique details of the identity of a brand. It employs methods for creating and understanding the unique recognition cues associated with the brand, and presents them as a cohesive unit for easy referencing known as the Brand Biometrics Landscape™
The Brand Biometrics™ characteristics are divided into:
1: The physical & visual > related to the tangible aspects of the brand. Examples include but are not limited to logos, colour family, typography, photographic referencing, fragrance and iconography.
2: The behavioral > related to the way the brand behaves. Examples include, but are not limited to voice, tone, attitude, personality, brand emotion, brand temperament and sound.
For several years now, Zimelka Knox has been developing various filtering systems to attain all the exact brand data required, and in 2009 the Brand Biometrics™ project was perfected. Perfected in every detail in order to maximise the benefit to every organisation that employs the Brand Biometric™ system. This system’s benefit has been divided into three sections >>>
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Whether it be a logo, a brochure, a web site, a new interior, or a complex brand strategy, the Zimelka Knox Brand Biometrics Landscape™ is the foundation upon which all production as well as communication is built. Without it, one risks investing fortunes in the wrong communication tools, communicating the wrong messages, in the wrong sequence, to even the wrong audience.
As the Brand Biometrics Landscape™ presents the essential but different ingredients in defining your brand, it is the first and most important component in building the desired brand perception and has therefore become one of our leading products.
Analysis:
Furthermore, Brand Biometrics™ is also used as an assessment tool against which all communication work is measured and adjusted. Whether it be evaluating a print ad, a brochure design or an article in a trade magazine, the Brand Biometrics Landscape™ helps to clearly measure brand alignment. It also contributes to the success of the creative work, which in turn builds towards a focused brand.
Engaging:
Investing in the Brand Biometrics Landscape™ not only identifies the salient points of your Brand's DNA, but also fulfills the functional application of:
- Aiding and securing internal buy-in and agreement amongst staff,
management, agents, reps etc.
- Creating money saving advantages. Doing it once by having
a consistent reference point, without having to redo anything.
- Arming the press and media to accurately report on the company
without misinterpreting or damaging the brand.
- Providing the advantage when involved in a partnership process.
Communicating the value more easily and simply.
- Building credibility and leveraging the investment,
due to its clear and focused direction.
- Accurately and easily briefing the following:
- Creative studios
- Public relation firms
- Video production companies
- Architects
- New staff
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- Advertising agencies
- Design studios
- Magazine editors
- Signage companies
- New partners and investors
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- Pre-trade presentations
- Web developers
- Interior designers
- Recruitment agencies
- New franchisees
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